A Design Thinking approach can provide important insights to understand and address a wide range of TCR issues comprising relationship to food, self-control, and designing future healthy eating experiences — but, until recently there have been few attempts to develop and implement a Food Design Thinking for food innovation and well-being focusing on the whole food experience. This track contribute to TCR works by discussing how Design Thinking can help to design innovative food experiences which are healthy, satisfying, and pleasurable. The integration of a Food Design Thinking approach has the potential to foster cost-effective, impactful food educational programs, and food innovation that are actually implemented and utilized.

Track Leaders

Wided Batat is a Visiting Professor at the American University of Beirut. Her work focuses on consumer well-being and food culture. Dr. Batat’s research has been published in academic journals such as Journal of Business Research, Marketing Theory, Journal of Marketing Management, Journal of Macromarketing, International Journal for Consumer Studies, Journal of Research for Consumers, etc. Wided participated to past TCR conferences 2011-2013-2015-2017 and chaired the 2015/2017 TCR track on food.

Michela Addis is a Full Professor of Management at Università di Roma Tre, Italy and adjunct senior faculty member of the SDA Bocconi School of Management, Marketing Department. Her areas of expertise include experiential marketing, customer engagement, and hedonic consumption. Author of two books on experiential marketing and articles in top-tier journals such as Journal of Consumer Research, Journal of Cultural Economics, and Psychology & Marketing. She has been a visiting scholar at the Helsinki School of Economics (2000) and at the Columbia Business School (2000; 2004; 2005).